Here we go again, a new year and a new contamination scare for Fonterra. Hopes that it had put its food safety troubles behind it have been dashed right on the eve of a court battle with French rival Danone which is seeking compensation for damage done to its brand during last year's crisis.
We need to keep this latest issue with E.coli in perspective of course - 9000 bottles of cream is a drop in the ocean of dairy products Fonterra produces everyday. Also, and crucially, this is not an export issue, it is domestic issue.
Fonterra brands New Zealand is effectively a different business to the massive milk powder producing operation at the centre of last year's botulism false alarm.
A specific, localised event such as this one is also far less significant for the whole industry than the controversy about DCD fertiliser residues which upset Chinese importers this time last year.
While the science confirmed that DCD levels detected in dairy product were within safe limits for human consumption, the issue was so broad that it hung heavily over the entire dairy export sector.